OMNICHANNEL AND SHOPPING INTENTION AMONG GRAMEDIA GO CUSTOMERS IN GREATER JAKARTA

Abstract

Purpose – This study aims to confirm the influence of consistency, flexibility, and personalization on perceived risk directly and shopping intention indirectly, also habit, hedonic motivation, personal innovativeness, perceived service quality, perceived compatibility, and perceived risk on the omnichannel customer’s shopping intention in Greater Jakarta. Design/methodology/approach – This study successfully gathered 571 valid respondents that are Gramedia Go customers in Greater Jakarta within 13 days through the purposive sampling technique. By applying the quantitative method, the theoretical framework and the research’s hypothesis were carried out by Structural Equation Modelling (SEM) AMOS 26. The questionnaire was tested by validity and reliability test, with a total of 46 item statements that were valid and reliable. Findings – The results indicated that a store's consistency, flexibility, and personalization service could reduce customers’ perceived risk. On the other hand, perceived risk had been shown to increase customer shopping intentions. Furthermore, a good perceived service quality from a store could also positively influence shopping intentions. However, the findings concluded that there was no influence of customer habit, hedonic motivation, personal innovativeness, and perceived compatibility on customer shopping intention. Originality/value – The Author believed that this research is the first study that analyzed the theory of Flexibility, Personalization, and Habit mediated by Perceived Risk towards Shopping intention, as well as Hedonic Motivation, xvi Personal Innovativeness, Perceived Service Quality, Perceived Compatibility, and Perceived Risk towards Shopping Intention in the Omnichannel System in Greater Jakarta.